Food integrity case study: china

Question 1

why china?

Answer 1

3rd largest import market

increase in wealth = market penetration opp for EU

Question 2

eu product focus

Answer 2

formula milk, scotch whisky and olive oil

Question 3

consumers suffering from?

Answer 3

mis-description, adulteration and counterfeiting

Question 4

consumer concerns

Answer 4

saving face
lack of control
health
emotional/angry response

Question 5

survey items

Answer 5

perceived importance of authenticity cues
benefits of authenticity cues
social trust
food risk

Question 6

survey findings

Answer 6

1. want authenticity cues
2. willing to pay for safe and authentic food
3. general lack of consumer trust

Question 7

conclusion:

Answer 7

• eu products are safe and trustworthy
• authenticity cues are liked; tamperproof seals and geographic indicators
• want increased government inforcement